韓劇對潛在消費者之韓國旅遊形象與赴韓旅遊意願之影響

The Impacts of Korean dramas on Korean Destination Image and Visiting Willingness of Potential Consumer

謝淑芬 ； 許詔墉

《臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集》 2005年度 (2005/05) Pp. 253-268

https://doi.org/10.29938/TWTOURISM.200505.0253

摘要

近年來在韓劇強大的放送下，收看韓劇儼然已成為一項流行趨勢，赴韓旅遊的人數也較前幾年增加。本研究欲探討在韓劇的影響之下，潛在消費者之韓國形象、熟悉度(familiarity)與赴韓旅遊意願，並將潛在消費者分為韓劇閱聽者與未閱聽者，進一步分析兩者在上述變項之差異。本研究結果發現：1.潛在消費者對韓國的形象最認同的是：前往韓國旅遊方便、韓國整體旅遊氣氛良好、韓國旅遊風貌多樣化、韓國交通設施完善等四項；而較不認同的是：韓國氣候令人感到舒適、韓國居民友善兩項。2.韓劇閱聽者與未閱聽者，在韓國旅遊形象上並無顯著差異，但對韓國熟悉度及赴韓旅遊意願是有顯著差異。其顯示有收看韓劇者因對韓劇有較深刻的感受及吸引力，會提升對韓國熟悉度與赴韓旅遊的意願。冀望本研究的結論與建議能成為國內各旅遊業者做為推廣韓國旅遊之參考。

關鍵字

韓劇 ； 旅遊形象 ； 熟悉度 ； 旅遊意願

並列摘要

For the past few years, in the wake of the massive broadcasting of Korean dramass in Taiwan, watching Korean films has become a vogue for the general public, and the number of tourists to Korea is proportionately on the rise year by year. In this regard, this paper is intended to explore the potential tourists' image and familiarity with Korea as well as their willingness to travel to this country. The author tried to divide the potential tourists into two categories: viewers and non-viewers of Korean dramas and to further analyze the differences, based on the above-mentioned variables, on their respective attitudes towards Korean tourism attractions, The research results indicate that, firstly, for the potential tourists, the most desired tourism attractions of Korea are: travel convenience, general travel atmosphere, destination diversities, and transportation facilities, whereas the less desired are: the weather and the hospitality; secondly, there are no conspicuous differences between viewers and non-viewers of the Korean films in terms of attitude towards Korean tourism attractions, yet viewing Korean films itself has significant effects on gaining better knowledge of and intensifying willingness to travel to Korea. The research results denote that the viewers of Korean films are more susceptible to Korean culture and are thus more familiar with Korea, which is conducive to enhancing the potential tourists' willingness to travel to Korea. It is hoped that the results of this research are helpful for the travel business circle in promoting Korean tours.

並列關鍵字

Korean Dramas ； Country Image ； Familiarity ； Visiting Willingness